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Marketing for Growth

Solving the Problem with Global Expansion: How to Balance the Need for Local Customization with the Need for Scale and Efficiency (Part 2 of 2)

by Brenna Neal Our last post defined and discussed the challenge faced by companies applying segmentation to an expanding global market. Companies are faced with the following questions:  How can we balance our needs for scale and efficiency globally with the specific and differentiated needs of the local market?  EMM has led global segmentation projects […]

Marketing for Growth

The Problem with Global Expansion: Balancing the Need for Local Customization with the Need for Scale and Efficiency (Part 1 of 2)

by Brenna Neal By now, we all understand the importance of segmenting our customer base and selecting target segments.  In this two-part post, I’ll discuss how to effectively segment in a global market. Segmentation enables us to better customize our products, services, channels, messaging, and more to align with our target segments’ needs and better […]

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